AACSB International and the management of its brand: Implications for the future

Purpose The purpose of this paper is to explore how AACSB might better position itself through brand management. Design/methodology/approach The paper attempts to offer suggestions on a different branding strategy for AACSB Findings The paper suggests that AACSB establishes different levels of accreditation, each having different standards and each having a different level of prestige. This repositioning of the AACSB brand would make the accreditation standards flexible, depending on the resources a school wanted to devote to business education, and the prestige that the school wished to achieve with accreditation. Originality/value The paper contributes to the literature by proposing a solution that will enhance the value of AACSB accreditation to schools of different resource endowments.